Hidden beat: Music industry fuels youth employment and economy

In Tanzania, music has become more than entertainment – it is a growing business engine, providing jobs and opportunities for young people across the country.

The process begins long before the first public performance. Producers craft beats, sound engineers polish vocals, and songwriters fine-tune lyrics. These professionals may rarely appear in music videos, but they are among the first to earn from a song’s success.

Recognising the potential of this creative workforce, the National Arts Council (Basata) has rolled out programmes to support them. Loans and mentorship initiatives are helping turn talent into sustainable careers, contributing to the broader creative economy.

Kelvin Daniel, a 24-year-old producer, explained; “People thought artistes just walked into a studio and sang. But behind a three-minute track, there were hours of production, mixing, and mastering. That’s how I earn my living.”

Once a song is recorded, another layer of professionals steps in. Artiste managers negotiate contracts, book performances, and handle logistics.

Promoters organise concerts and events, creating temporary yet significant employment for sound technicians, stage crews, dancers, and security personnel. A single live show can engage dozens of people – from poster designers to stage installers – often for weeks at a time.

Digital platforms have further widened employment opportunities.

Today, a song’s success is almost impossible without strong social media visibility. Digital marketers plan TikTok campaigns, videographers produce viral-ready content, and influencers push songs to online audiences.

A viral social media challenge can turn a song into an overnight hit – generating income for a host of young professionals working behind the scenes.

Digital promoter Anna Michael said; “I study what’s trending and design content to make people engage with new tracks. When a song goes viral, the artiste wins – but so do I. My work pays my bills, and it’s all linked to the song’s success.”

The artiste’s image also fuels more work. Stylists, make-up artistes, and fashion designers ensure performers stand out on stage and in music videos.

Video directors, drone operators, lighting technicians, and editors all contribute to the polished visuals that have given Tanzanian music a competitive edge locally and abroad.

Stylist Amina Musa, who works with emerging Bongo Flava stars, explained how music transformed her business.

“Artistes want to look unique in their videos, so they come to us for outfits. Before, I mainly designed for weddings, but now music is my largest client base,” she said.

Together, these professionals form a hidden economy that thrives alongside the public-facing music industry.

A single hit song entertains millions while setting off a chain of earnings for dozens of people, demonstrating the industry’s economic ripple effect.

Artiste manager Godfrey Abel underscored this point.

“Every artiste on stage is supported by a network of workers whose livelihoods depend on that success. People see the face on stage and think that’s the whole story, but behind every song are layers of professionals.

The music industry is feeding far more people than most realise,” he said. The industry’s growth is also opening doors for innovation.

Mobile app developers are creating platforms for music streaming and promotion, while entrepreneurs are launching creative agencies, event production firms, and merchandising businesses.

Analysts argue that this shows the need to treat music as a serious sector of the creative economy, with policies that protect artistes while empowering the wider workforce.

The rise of Tanzanian music on the international stage has further intensified demand for these roles.

As Bongo Flava and other local genres gain fans across Africa and beyond, producers, stylists, videographers, and digital marketers are finding their skills increasingly in demand – offering more avenues for youth employment and entrepreneurship.